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Localizing a global product

At Booking.com, we support over 40 different languages, and we’ve seen the value in enabling users to read in their own language, and see information presented in a format they are used to. Whether we’re optimising the website for right-to-left languages, or formatting numbers, currencies and dates correctly, we’re constantly working on improving the localization of our website — and that awareness extends to the design process as well.

In this talk, I discussed and shared examples from my experience at Booking.com designing for users in over 200 cultures using the website in over 40 languages.

19.
A/B testing
- Use insights to come up with hypothesis
- Test these hypotheses
- Learn from the data, and use the data to advice design and development decisions
- We run local experiments and try them globally, we also run global experiments
which at times we re-run for specific markets

21.
LS in local offices
in North America
LS in local offices
in South America
LS in local offices
in Europe
LS in local offices
in Asia Pacific
LS in local offices in
Africa/Middle East
Copy as a function of localisation
- 40+ copywriters
- They work with Language specialists from
our local office
- Support multiple product teams
- Work autonomously
- Drive own strategy

22.
Copy as a function of localisation
English : Just booked
10+ other languages: Join millions of travellers around the world

23.
Copy as a function of localisation
Bold, Caps, Italics not always a thing

24.
Strive for Perfect UX in all languages even if the UI looks imperfect in some
Russian
Perfect UX across all languages
English

25.
Russian
Chinese
Perfect UX across all languages
English Pounds Indonesian rupiah
Strive for Perfect UX in all languages even if the UI looks imperfect in some

26.
England
UAE
Data informed Design
Data is important in making informed decisions. Culture and people are no longer
geographically separated as everyone is everywhere now a days. target by
language and location
If we can test it, we test it. If we can’t test it then we probably don’t do it - Stuart,
director of design, Booking.com